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Sep 19 The iPhone fever

With over 1.16bn iPhones having been sold since 2007, and over 700 million iPhones currently being used globally, there is no question as to the influence of Apple. Now 10 years old, those of us who can remember life before the iPhone would admit that the introduction of the technology has turned the industry on its head, and catapulted us into a new digital age.

Every couple of years Apple announce a new iPhone handset, the unveiling of which has the power to work millions of consumers into a frenzy. With each new iPhone Apple aim to out-do their last, in a smart marketing technique that leaves us all unable to do anything but buy the next version. This year, though, Apple decided to shake things up one again. At their most exciting launch to date Apple unveiled not only one, but three new iPhones, in a whole new range which includes modernised versions of the Apple Watch and Apple TV in addition.

Whilst we were all expecting the release of the iPhone 8 and 8 Plus as the natural successors to the 7, it is the unveiling of the ‘iPhone X’ which has caused a stir.

So named in honour of their 10 year anniversary the ‘X’ promises to raise the bar in innovative phone technology and there are some significant differences between the two new models.

So, to begin, the iPhone 8: It comes with a raft of new and exciting new features to improve things for the user including wireless charging, and is fitted with the A11 Bionic processor which is promised to make the handset faster than before, and will enhance battery life. The body of the phone is, in essence, the same as before, with the traditional home button but will (as all new iPhone models aim to) outperform the 7.

The iPhone X, £300 dearer than the 8, offers even more to those looking for a long term investment in their next phone. The three main features that set apart the X from the 8 include the ability to unlock your phone with facial recognition, augmented reality and animoji, and an edge-to-edge display. The new X model features a notch on the top, home to the front camera, speaker and infrared camera which allows for the eagerly anticipated facial recognition feature.

Tim Cook, Chief Executive Officer of Apple commented at the launch, "Our intention has always to create something so magical, powerful, that the hardware virtually disappears," Cook believes that the iPhone X marks a new step forward for the flagship device, and will “set the path for technology for the next decade".

The iPhone X, whilst offering a far more superior upgrade, costs a whopping £1,000 for a 64GB, and goes up to £1,149 for the 256GB version – the most expensive iPhone yet. The price has caused outrage among many who feel like Apple has outpriced the market. But with the exciting new features that promise version X to be beyond what any iPhone has previously offered, it’s a price many will pay.

Whether you love them or loathe them, there is no doubt that Apple has once again unveiled a new model that causes a commotion, out-do’s the last, and delivers on new technology. The magic of Apple, and reason for their success, comes down to the simple fact that most consumers refuse to invest in any handset as a long term model, and instead are happy to replace their phones within a couple of years in order to keep up with the trends.

With the global marketing power of Apple behind them it seems unlikely that even the sky high price tag will deter people from investing.